Who could be a better model to display the functioning of a push-up bra, than a woman with small breasts? Or better still, a man with no breasts at all?

This is exactly what has been done by Hema, a Dutch lingerie company. They’ve hired Serbian male super model Andrej Pejic, to star in a lingerie ad campaign promoting their line of push-up bras. Underneath V-neck dresses, Pejic wears the company’s Mega Push-Up Bra. According to a statement released by the company, not just women, but even men can get a certain amount of cleavage. And it’s actually hard to believe that the model is a man.